An article in Marketing Magazine says that whether it’s outside critics maligning their company or embarrassing posts from employees, corporate PR departments must learn to live in the blogosphere.

There are no hard and fast rules, managing a PR issue stemming from a blog post is done much the same as any other: Find out what’s being said; determine its accuracy; and decide whether or not you want to respond. If you do respond on a blog, make sure you choose a proper spokesperson, ideally, a lower-level employee who is credible enough to be seen as not putting out any corporate spin. It’s the key difference to managing a blog issue compared to any other in public relations.

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